個人差多次元尺度構成法による百貨店での店舗内買回り行動とレイアウト変更の影響の把握

概要

論文の詳細を見る
The purpose of the present article is to show the frameworks of consumer's multiple purchase behaviors and the influences of store arrangement on these frameworks. There has been an increasing interest in consumer's multiple purchase behaviors. Thus, many significant studies have been made on consumer's multiple purchase behaviors. Most of these studies used the purchase data provided by supermarkets and a very few used the purchase data provided by department stores. Therefore, we focused on in-store marketing at a department store with emphasis on the analysis of the influences of store arrangement on consumer's multiple purchase behaviors. The purchase data provided by the department store were analyzed by INDSCAL. The data were collected from the 16 departments for two years during which store arrangement changed once. On the basis of the present analysis, the authors found that some frameworks of departments exist and store arrangement influences these frameworks.
2005-09-30